Until recently, it had been lumped in the same speculative basket as Apple HDTVs and Apple self-driving cars. The TV application will come pre-installed on Apple devices.
Apple's second original TV show, Carpool Karaoke, is already available for free via the TV app.
Meanwhile, Apple is also allegedly on the hunt for family-friendly TV ideas to add to the $1bn of shows it's said to be developing this year, so if you have a PG programme idea, now's the time to get pitchin'.
Offering free original video content on Apple devices would definitely be one way of attracting and maintaining customers. As CNBC reports, Apple will offer its original content for free to owners of Apple devices, including Macs, iPhones, and iPads. There'll also be paid subscriptions available to services like HBO, which seems a bit pointless except for not having to separately download the HBO app.
If the content will only be accessible through the "TV" app on Apple devices, that would explain why the tech company isn't too keen to charge a separate fee for access to the content.
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Last month, The Wall Street Journal reported that Apple has around two dozen shows in "in development or production". And the reason for that makes sense once you find out exactly how this new original content will be distributed by Apple.
The service's Apple-produced content will be free to Apple device owners, while the subscription "channels" (such as HBO in the US) that sit next to it in Apple's TV app will allow users to subscribe to them.
According to CNBC's inside source, the service will launch in early 2019 to coincide with an update to the Apple TV app.